The Home of Food Primary Objectives Methodology Understand more about the world of food, across consumer food trends, use of food media and response

The Home of Food

The Home of Food

Primary Objectives

Methodology

• Understand more about the world of food, across consumer food trends, use of food media and response to food advertising

• Demonstrate that C4 ‘know food’ and are at the vanguard of consumer trends both in terms of programming content and affinity with the lifestyles of the C4 target audience

• Explore the hypothesis that the Channel 4 food environment results in greater levels of engagement with food advertising

• 1,000 Online interviews. Nationally representative sample

• Qualitative groups• In home interviews

The Home of Food

Key Findings

Six typologies emerged that reflect the changing nature of of the food audience

‘Food TV’ works on many levels - it is much more than ‘How to TV’

Trends are understood and interpreted to suit people’s lives

Channel 4 is the food channel - an environment that gets you in the mood for food

Source: Food on 4 Study, TWResearch

The Home of Food Food fulfills different roles at different occasions

About othersAbout me

Outer needs

Inner needs

Glory cooking TheatrePride

Social lubricantSpending time with family and friends

NurturingMothering

FuelingSustenance‘Eat to live’


The Home of Food

Cooking behaviour is very fluid

Food reheating

Component cooking

Add a twist cooking

Partial scratch

Full scratch


The Home of FoodBroad attitudinal typologies are identifiable


Outer needs

Inner needs

Glory cooking Social lubricant

NurturingFueling

Convenience

Junkies

Time-pressed Foodies

Nurturing

Foodies

Food LoversAspiring

Chefs

Food Consciou

s


The Home of Food

Convenience Junkies

The Home of Food

Aspiring Chefs

The Home of Food Some of the big trends that emerged…

Health & wellbeing top of mind for all typologies

(Perceived) lack of time impacts all typologies behaviour in different ways

Quality and value of particularly importance

Ethical food gets a mixed response

Premium and indulgent food remains important even in current climate


The Home of Food

28%

32%

42%

53%

65%

68%

77%

85%

89%

92%

Organic

Food Miles

Fair Trade Food

Convenience

Food Waste

British Produce

Healthy Food

Price

Good Value

Quality

Q. Thinking about food, how important are the following factors to you?

Source: Food on 4 Study, Propeller. Base:1,000 respondents

The importance of quality and good value

The Home of Food ‘Organic’ is an overly abused generic

“Freshness and flavour make the extra expense worthwhile”

Aspiring Chef

“There’s no proof it’s better for

you”Nurturing Foodie

• More popular with Aspiring Chefs

• Strongly associated with better quality & fresher food ie. healthier

• Not clear what it means• Higher cost and good

quality alternatives mean that many more cynical as there is no proven functional benefit

• Can be confusing when compared to other “ethical” trends


The Home of Food


The Home of Food British-ness is about pride, quality and good value


The Home of Food ‘Value’ is becoming increasingly important and will change behaviour

Current ‘credit crunch’ clearly increasing price consciousness for all typologies

More evidence of people shopping around for best deals and discounters like Aldi becoming more acceptable

However, consumers are not basing purchasing decisions purely on price


The Home of Food

Lipstick Effectn. During a recession there is a tendency for consumers to purchase small, comforting items such as lipstick rather than large luxury items.“I’ll eat out less

but have nicer food at home”Time-pressed

Foodie

The Home of Food Premium and indulgent food remain important

‘Treat’ food has a role to play

Behaviour here is strongly linked to balance or credit / debit style rationalisation seen with the

health trend

Evidence that people are reallocating resources


The Home of FoodFood ideas come from a wide variety of sources

TV Programme

s

Adverts &Sponsorsh

ips

Sunday Supplemen

ts & Newspaper

s

Food magazines

Websites

Friends & Family

Recipe books

Supermarket offers & deals

Local shops/far

mers markets

Supermarket recipe cards

Travel

Eating out


The Home of Food


The Home of Food

TV programmes are a key influence for all typologies


Recipe books

Friends & Family

Adverts &Sponsorsh

ips

Sunday Supplemen

ts & Newspaper

sFood

magazines

Local shops/far

mers markets

Websites

Eating out

Travel

Supermarket offers & deals


TV Programm

es

The Home of Food

4%

12%

13%

17%

21%

24%

24%

25%

31%

32%

52%

53%

Daily Newspapers

Sunday Supps.

Food Magazines

Adverts

Travel

New/Different food products


Websites

Eating Out

Food TV Programmes

Friends/Family

Recipe Books

Source: Food on 4 Study, Propeller. Base:1,000 respondents

How much are your food ideas inspired by the following sources?

Top selling recipe books all related to TV Chefs

The Home of Food

26 different food brands spontaneously mentioned

Consumers will tell you they don’t watch adverts…


The Home of Food

They will tell you they are only influenced by factual evidence

“I feel like the more

informative an advert is, the more persuasive

it is”Time-pressed

Foodie


The Home of Food

However, a strong emotional response to certain adverts demonstrates their influence


“With the Tropicana ad… girls at work would come in singing that

song”Convenience

Junkie

The Home of Food

The M&S adverts are a good framework for this

“Its not just a picture, its like, come alive”Convenience

Junkie


The Home of Food

Factual informationTruthfulnessPrice informationShort & to the pointTopical and relevant

Catchy / familiar tuneHumourTempting food shotsSexy voiceUnusual / different

Rational response Emotional response

Creative GuidelinesConsumers ask for…


The Home of FoodHumour and entertainment are the most popular factors for making a food advert appealingThinking of your favourite food TV adverts, what makes them so appealing?

Source Food on 4 Study: Propeller. Base: All respondents (1,000)

8%

10%14%

15%16%17%

20%21%

25%26%

39%

56%79%

0% 20% 40% 60% 80% 100%

Shows a time saving situation

Credible celebrity

Short in length

Tells me about special offers

Tells me where the food comes from

Quality without effort

People eating and enjoying food

Tells a story

Close up of the food

Voice over

The food it advertises

Funny and entertaining

Humour

“I’m going to try making those Mini Yorkshire’s and Beef from the M&S advert”Time-pressed

foodie

The Home of FoodFood TV is much more than ‘How To’ TV

InstructionEntertainment

Inspiration


The Home of Food

Convenience

Junkies


Outer needs

Inner needs


NurturingFueling

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Five appeals mainly to the Convenience Junkies

Source: Food on 4 Study, TW Research

The Home of Food


Outer needs

Inner needs


NurturingFueling


Nurturing

Foodies

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

ITV1 appeals to Nurturing Foodies and Time-pressed Foodies


The Home of Food

Food Conscio

us


Outer needs

Inner needs


Fueling


Nurturing

Foodies

Food Lovers QuickTime™ and a

TIFF (Uncompressed) decompressorare needed to see this picture.

BBC appeals to a broader range of typologies


The Home of Food

Food Conscio

us

Convenience

Junkies


Outer needs

Inner needs


NurturingFueling


Nurturing

Foodies

Food LoversAspirin

g Chefs

QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.

Channel 4 has the broadest affinity across all typologies


The Home of Food


“Channel 4 is so

foodie… it has three massive chefs ”

Food Lover

The Home of FoodChannel 4 is most closely associated with foodOf the following TV channels, which one do you most strongly associate with food?

13%11%

38%

26%

9%8%

40%

55%

0% 0%0%

10%

20%

30%

40%

50%

60%

BBC1 BBC2 ITV1 Channel 4 Five

All adults ABC1 16-34

Source: Food on 4 Study, Propeller January 2009: Base: All adults (1,000)

The Home of FoodAlthough Channel 4 has wide appeal, it is associated with some more modern and premium brands

Source: Food on 4 Study, TW Research; Propeller January 2009; Base: All adults (1,000)

The Home of FoodWhereas ITV1 is more about reliable, family food

Source: Food on 4 Study, TW Research; Propeller January 2009 Base: All adults (1,000)

The Home of FoodChannel 4 food programmes makes viewers think differently

Source: Food on 4 Study, Propeller. Base: All respondents who watched a C4 food programme. 16-34s (297), 35-54s (462). Q: Which of the following statements apply to any of these food progs?

12%

18%

13%

24%

20%

41%

47%

16%

29%

15%

23%

23%

56%

66%

0% 10%20%30%40%50%60%70%

I changed the way I shop for food afterwatching

I tried a new recipe after watching

I bought some ingredients I 'd never boughtbefore after watching

I tried something new or different afterwatching

The programme(s) made me think aboutchanging something in my own life

The programme(s) made me think aboutfood/cooking in new and different ways

I talked about the programme(s) with otherpeople

16-34

35-54

1 in 4 adults tried something new or different after watching a Channel 4 food

programme

The Home of FoodChannel 4 food programmes inspire change

Source: Food on 4 Study, Ipsos Mori Public Value Survey Dec 08

The Home of FoodSummary

Everyone is a scratch cook to different degrees

Britishness is a useful device to unite and articulate a range of food trends

Cost of food has become a big issue

Food TV is not just for foodies. Food TV reaches everyone

Channel 4 is the home of food

Documents

The Home of Food Primary Objectives Methodology Understand more about the world of food, across consumer food trends, use of food media and response